Use an individual customer’s purchase and use history to develop hypotheses, distinguish evidence from interpretation, and test findings with other users.
N-of-1 customer research studies one person’s purchase and use in detail. Here it means customer research, distinct from a medical single-case trial.
A detailed account reveals a journey without estimating population shares. Use it to develop hypotheses for investigation with other people.
Choose actual users or evaluators with experience relevant to the question. Do not present one successful client as representative of everyone.
GOV.UK interviews focus on real experiences and examples. Trace a recent purchase and the tasks within it. (GOV.UK: Using in-depth interviews)
Record triggers, information searches, alternatives, purchase, and post-use tasks. Distinguish contemporaneous reasons from later reflection.
Attach statements or actions to interpretations and mark uncertain dates rather than inventing them.
Test hypotheses through other interviews and actual tasks. Recurrence alone does not establish a population frequency.
Log product or content revisions. Publish cases with permission, identifying the person’s experience and your work.
For testing interpretations of experience, see developing insights from behaviour and context for practical detail.
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A: No. Assess a separate sampling and counting approach.
A: Develop hypotheses and test them with other people and contexts.
A: This article covers customer experience research, a different use of the term.
A: Use permitted information and identify the experience and your responsibilities.
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